Yesterday marked the final ever 'Orange Wednesday' as EE ended what is arguably the most well-known mobile marketing scheme of all time, citing changing viewing habits among customers as the reason.
The end of the offer was announced in December 2014 after 11 years of operation. The promotion has been incredibly successful in terms of both customer retention and brand awareness for the firm, but with shrinking cinema attendance the network chose to end the offer.
There has also been speculation that EE was unable to reach a deal with cinema chains that would enable the promotion to continue, and at the time of the announcement, there was considerable speculation that another company would step in to take over the offer, although no such deal has materialised.
While no confirmed figures exist on the offer's use since it began in 2003, in 2010 it was reported that 23.5m extra tickets had been claimed since its inception. If the rate of use remained the same, the total today would be around 38m.
EE has said that it will be introducing a new media offer in the near future, but so far no announcements have been made about what form it will take, or how users will access it. Mobile technology has evolved dramatically since Orange Wednesday was introduced, and its possible any new promotion will involve downloading or streaming content.